These are people that aren’t necessarily related to the field of the advertisement, or the product in itself (Felton, 2006). Again, the modernist colors of silver/metallic showcase the brand as a cutting-edge product for the sophisticated consumer (“Week 1 Overview”).įelton encourages brands to utilize unreal people (Felton, 2006). While the text simply states “World’s Best Tasting Vodka” & “Drink Responsible” which exemplifies the brand’s persona but still encouraging social responsibility by stating- “Drink Responsible”. There is plenty of white space that allows the reader to focus on the text. This high contrast fusion of photography and illustration in this vignette arrangement is one of my favorite Grey Goose adverts. This plays perfectly off the text, and highlights the white Grey Goose Logo (“Week 1 Overview”). The blue offers quiet strength, purple is classy, and the silvery color suggests modernist tones. The analogous colors are a strong point of the advert because of the colors representative attributes (“Week 1 Overview”). In addition, to higher contrast, or better yet-a further distinction with the contrast would provide more white space and help the movement of the advert. However, the images themselves are not overly inspirational- they could be improved upon if there was higher contrast. The image complements the text, and avoids the “see-say” issue that some designers can run into. “Since intrinsically similar the extrinsic brand image of the product, communicated through its advertising, becomes the meaning customers seek” and eventually purchase (Felton, 2006). The brand sets out to illustrate that Grey Goose is “extraordinary”. Done well, they can be a delightful and memorable surprise.The first double-page advertisement focuses on brand image. Pop-up displays are great ways to engage with consumers to promote brand experiences and set a playful mood. Of course, some people never want to leave the beach which is why Virgin Holiday’s departure beach lounge is bound to take-off. The airline built beaches complete with bars and actors put on a party in the centre of an ordinary plaza in a manner of minutes. Iberia Airlines also used pop-ups to promote its last-minute travel bookings using Avios points with a “Planes de Repente” outdoors campaign in late 2015. Along with an improvised beach, treats and Australian flags which were handed to passengers, there was musical entertainment with an acoustic cover band playing songs by Australian artist and two very skilled kangaroos on stilts.
Who could resist the fun of this happy beach bar scene right in the centre of the terminal?”īeaches have been popping up at other airports, too. Qantas brought sand and sunny smiles to Heathrow Airport with a special pop-up this January, to promote London to Perth flights and celebrate Australia Day. Grey Goose retail ambassadors dressed in French marinière chic offer shoppers a taste of Le Grand Fizz, the signature summer cocktail of Grey Goose Original Vodka with elderflower cordial, soda water and lime wedges, served over ice in a special glass which features the brand’s iconic Grey Goose.Īude Bourdier-Rocourt, regional director Europe, Bacardi Global Travel Retail, said: “Summer is a key time of year for Grey Goose and we want to inspire shoppers to elevate their summer cocktail experience, while reinforcing the brand’s French heritage and having Riviera epitomize summer lifestyle.
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Through a collaboration with BuY Paris Duty Free at CDG, the Bacardi label has installed a special pop-up beach bar with deck chairs, towels, nautical props and a game of La Petite Pétanque. Grey Goose Vodka has brought the élan of the Côte d’Azur to Charles De Gaulle Airport (CDG) for the global airport launch of its new ‘Extraordinary Summer’ campaign, promoting a new Grey Goose Riviera Summer 2017 limited edition bottle featuring marinière stripes. APEX Insight: Grey Goose Vodka, Qantas and Iberia are some of the brands setting up beach pop-ups in the hopes of making customers’ jaws drop.
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